Sports Marketing: Columbus Destroyers

Kurt Baker Matt Collins Joe DiPietro Phil Hein Patrick Kalgreen Jon Marker Jason Seaman

AFL Timeline

• February 11, 1981 – James Foster thinks of the concept of an indoor football game while attending an indoor soccer game at Madison Square Garden.

• April 26, 1986 – AFL test game held in Rockford, IL.

• June 19, 1987 – The AFL debuts with 6-game season and league starts with four teams: Chicago Bruisers, Denver Dynamite (winner of first “ArenaBowl”), Pittsburgh Gladiators, and Washington Commandos.

• March 27, 1990 – AFL receives patent and becomes only sports league to play a rivalry free game.

• August 23, 1998 – AFL makes network-TV debut on ABC and ArenaBowl viewed by over 2 million fans

AFL Timeline

• April, 1999 – The AFL unveils its Mission Statement and a Fan’s Bill of Rights, the first among professional sports.

– The Buffalo Destroyers debut, going on to a 1-13 record in their first season.

• August 24, 1999 – The AFL approved “af2”, the AFL developmental league, for play in April, 2000.

• March 5, 2002 – NBC and the AFL announce broadcast partnership, moving the start of the season to February rather than April.

• May 20, 2003 – The final regular-season average attendance (11,397) up 15% from 2002 figures.

• September 25, 2003 – Buffalo announce its re-location to Columbus.

Destroyers Timeline

• September 25, 2003 – Buffalo announces its re-location to Columbus.

– Legendary Buckeye coach Earle Bruce announced as first head coach and general manager.

• October 3, 2003 – Former OSU All-American Chris Spielman joins organization as team’s director of football operations.

• October 28, 2003 – Team announces inaugural season schedule, including 8 home games played at Nationwide Arena.

• December 8, 2003 – Former Buckeye WR Joey Galloway joins ownership group.

• Friday, February 13, 2004 – Destroyers debut in front of sell-out crowd of 17,171 and lose to Carolina, 54-53, in a last-second touchdown.

Objectives of Research

• Increase general awareness and interest of the Destroyers and the AFL among college students in central Ohio.

• Work closely with Ohio State and other central Ohio schools to establish a permanent relationship and presence on campus.

• Create special events and activities for college students to strengthen their knowledge of the Destroyers.

Destroyers’ SWOT analysis Destroyers’ SWOT analysis • Strengths

– Central Ohio is an established football market – National team and league exposure on NBC – Strong OSU affiliations – Play in first-class venue in central location – Low ticket prices

• Weaknesses

– Travel for college students – Low entertainment budget of college-aged people – Reputation of Columbus as a city of failed pro sports teams • Columbus Landsharks • Ohio Glory • Columbus Quest • Columbus Stars • Columbus Thunderbolts – AFL in 1991

Destroyers’ SWOT analysis • Opportunities

– Cross-promotional opportunities with OSU – Potentially large fan base – Have opportunity to use team personnel with OSU affiliations to build awareness for the Destroyers – Make an OSU connection by using former Buckeye players

• Threats

– Limited income for students – Competition from: • Other Columbus sports • Other entertainment activities

AMERICA’S APPETITE FOR FOOTBALL

• Football is America’s favorite spectator sport (ESPN Sports Poll) • More people watch football on television than any other sport (ESPN Sports Poll) • 15 million people play fantasy football on line (FantastFootballExperts.com) • There are 617 NCAA teams; 58,000 players; 28% of all male athletes (NCAA) • There are over 14,000 High School teams (NFSHS) • There are over 240,000 players enrolled in Pop Warner football (Pop Warner)

AFL’s Target Market

• A projected 85,000 fan base.

• Their primary age group 40-49 – 70% being male • 38% of these fans possess one to three years of college experience.

• Destroyers’ favorite radio stations to advertise on are WBZX (99.7), WTVN (610 am), and WLVQ (96.3).

• Much of the fan base attends rock concerts, bars, and other sporting events.

– 22% of Blue Jackets game attendees are AFL fans.

– 14.9% of OSU football game attendees are AFL fans.

Survey Results

• Most Listened To Radio Stations – 99.7

19.44% – 97.9

• Most frequently listened time is evening (42.59%), followed by afternoon (25.93%).

• TV time most popular was the evening (65.74%), second was late night (20.37%).

• 37.96% of the 108 surveyed that they were “neutral” to being familiar to the AFL.

12.04% – Only 4.63% considered themselves “very familiar” to the AFL.

• How have you heard about the Columbus Destroyers? (Top 3) – Word-of-mouth 65.74% – TV 55.56% – Radio 50.93% – 91.67% of surveyed had heard of the Columbus Destroyers .

Survey Results

• When asked the likelihood of attending a game, 30.56% said “maybe” and 35.18% were in favor of attending a game.

• The most common “maximum ticket price” range was $6-$20 (71.3%).

– Only 8.34% willing to spend more.

• The majority of the surveyed (42.59%) allocate $50-$100 a month for entertainment purposes (concerts, sporting events, movie, etc.).

• 89.81% interested in a special “College Night” promotion.

• In order of interest, discounted ticket price was the clear leader, followed by a concert combo, door prize offering, large prize raffle, and movie combo.

• 75% of people surveyed was men.

Implementation Strategy

1.

2.

3.

4.

Create special opportunities and incentives for college students.

Create special events held on college campuses.

Work with local bars/pubs to create special events at these locations for college students to build interest in the Destroyers and AFL football.

Establish a relationship with the various colleges and universities and their students by building partnerships with school officials.

Tactics for Strategy #1

• Develop a promotional night focused on college students that would include a discounted ticket • Seek new ticket combinations with Nationwide, Promo West, Arena Grand Theater and Germain Amphitheatre • Provide bus or shuttle service to game for OSU students

Tactics for Strategy #2

• Work with campus activity or Greek coordinators to create a large campus event such as a flag football tournament, with the winners receiving a lucrative prize and recognition at a Destroyers home game.

• Involve other local media, such as WAZU to promote events • Utilize Ohio State or other local campuses for a “test run” of an event

Tactics for Strategy #3

• Find the best potential location at campuses for this type of event, focusing on cheap deals for students, door prizes, and food baskets.

• Include public figures in these types of events, such as radio and television personalities or Destroyers Dance Team • Look for potential tie-ins with Anheuser-Busch, such as koozies, glasses, and signage.

Tactics for Strategy #4

• Establish relationships with campus coordinators to help plan events and create methods of messaging to the student body • Become involved with the club and intramural football programs • Discover ways to utilize the mass-e-mail capabilities of most colleges

Conclusion

•

Ultimately, the success and growth of the College Marketing program will be the result of the following:

–

increased campus presence

–

unique events centered around Destroyer football being established at campus locations and/or bars

–

providing fun and worthwhile events and activities for college students that peak their interest in Destroyer football

–

establishment of long term relationships with key college personnel